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The Challenge:

Raise awareness of San Raf 71 by promoting responsible consumption to experienced cannabis users all while adhering to the strict advertising laws around cannabis. 

Insight:

When giving someone a cannabis edible, it is commonly said to "just eat half".

Idea:

Play on the idea of "just eating half" to communicate to experienced smokers in a fun way they'd understand about the importance of consuming edibles responsibly.

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Half Baked Bakery:

To promote responsible edible consumption, San Raf 71 will launch the Half Baked Bakery pop up shop. A bakery where the portions of everything are cut in half: the cookies, the brownies, the decor and even the cash register. This whimsical experience will communicate in a fun way, the value of responsible consumption.